My presentation from #SearchLondon Meetup. Link development strategies post the Google Panda update. From link analysis and prospecting to content outreach and other link dev strategies.

1. Post Panda Link Dev
Lisa Myers
CEO, Verve Search
#SearchLondon
@LisaDMyers

2. About Lisa Myers
• 11 years experience in Marketing, 6 in Search & Social
• Speaker at Search Conferences Worldwide (SES, SMX, ISS, A4U etc)
• Regular contributor to on and offline publications and author of several SEO Best
Practise Guides including eConsultancy and B2B Marketing
• Heavily involved in the global Search Community, founder of
SEO-chicks.com and co-founder of European search blog StateofSearch
Awards
• “Search Personality of the Year” UK Search Awards 2011 + “Best SEO
Campaign” for her agency Verve Search
• Management Today “35 women under 35” list 2009
• “Best Use of Technology woman under 30”
BlackBerry Woman & Technology Awards (2008)
• “B2B Marketing Newcomer of the Year” (2007)
@LisaDMyers #SearchLondon

3. “Panda” was not a link algorithm update
but a site quality update!

4. Panda in a nutshell
• Design + UX (ads, graphics etc)
• Content Quality (unique, useful, grammar,
spelling etc)
• Usage Metrics (CTR, time spent, bounce rate,
direct traffic etc)
+ a whole lot of tweaks............

5. But it HAS affected links
Quality of site = bad
means
Link juice = shit
@LisaDMyers #SearchLondon

6. linkbuilding post
panda

8. Spend more time using this

9. #1 Link Analysis & Link Prospecting
#2 Link Development

10. #1
Link Analysis &
Link Prospecting

11. tools...

12. What to analyse
• Anchor text
• Depth of links (what pages are linked to)
• Type of links (sources)
• Authority & Strength of links
• Quality of content on a site
• Design/UX
• Traffic, other marketing etc
@LisaDMyers #SearchLondon

13. { link prospecting

14. Finding Relevant Sites
• Keyword + “article”
• Keyword + “blog”
Keyword inurl: “write for us”
Keyword inurl:”guest posts”
Keyword intitle: “write for us”
and so on...
@LisaDMyers #SearchLondon

15. Large Scale Link Prospecting
• Using scraper tool (like this Chrome extension
http://goo.gl/c7erv )
• SEOmoz APIwww.seomoz.org/api (Pro Acc!)
• Excel Spreadsheet
http://justinbriggs.org/quick-link-prospectingwith-scraper-extension
Follow: @JustinRBriggs
@LisaDMyers #SearchLondon

16. Use Your Brain Prospecting
• What other sites would your audience
visit?
• What would they search for?
• What are they interested in? What do
they like reading?
• What sites are the best?
@LisaDMyers #SearchLondon

17. Social Influencers
• Identify social influencers within the industry/
market you are link building to
• Which channels are they using; Twitter,
facebook, LinkedIn?
• What sites are they reading/sharing and
talking about?
@LisaDMyers #SearchLondon

18. #2
Link Development

19. +
SEO TOOLS

20. Quality Link Development
• Utilising Existing Relationships
• Link Baiting
• Content Outreach
@LisaDMyers #SearchLondon

21. Utilising Existing Relationships
Often it is the simplest idea that gives you the
most link juice!
For example;
- Would your partners, customers etc link to
you?
- Which University did the CEO go to?
- Discounts / Offers
@LisaDMyers #SearchLondon

22. Apple.com
Links to domain= 35.8 MILLION!
PR=9/10

23. link baiting
great digita
l
content

24. {
A piece of digital content (article, video,
infographic, etc) that specifically increases
the chances for generating “organic links”

26. intelligent
provoking interesting
funny GREAT IDEA
competitions newsworthy
educational

27. Host the content!
• This type of link development requires you to
host the content on the domain you are doing
link dev for!!
• Creating a fab link bait or social media
campaign that is not on your domain = lost
link equity
@LisaDMyers #SearchLondon

28. real examples
{linkbait

29. • LINKS!
• Equivalent of 50% of their average
monthly traffic
• Twitter followers increased by 300%

30. Infographics is great link bait!

32. Content Outreach
Using a piece
of content
to get a link
can be very
EFFECTIVE!

33. It’s all about the ANGLE!

34. Give something back
Have something to trade, why should they
be linking to you?
- Content (must be relevant!)
- Discount/competition
- Breaking news
- Free “something”
- YOUR USPs??!!

35. Ultimate TIP
Don’t try source a home for an article already
written.
Find sites you WANT to get a link from and
then write the article!
Their tone of voice and style and type of article!

36. angles for universities

39. creating content for
influencers

43. using your USPs &
product angle

44. Stuff.TV
Links to domain= 378,071
Monthly visits circa.150,000 (UK)
circa 240,000 (global)
74% male readers
67% of visitors between 25 – 44

45. Coolestgadgets.com
Links to domain= 425,886
Monthly visits ca. 60,000 (UK)
72% male readers
60% of visitors between 25 – 44

46. Wired.com
Links to domain= 7,79 MILLION
PR= 8
Worldwide readership

47. writing content for
websites

50. you need one of these!

51. Ps: if that fails buy some
links

52. Thank You!
@LisaDMyers
Email: lisa@vervesearch.com
Web: www.vervesearch.com